AMO can indeed serve all your display advertising requirement as it works with all major Ad exchanges. Additionally, you can utilize AMO to run Search and Social ad campaigns as well. The effort required would be to purchase an AMO license and then Adobe team would take care of all implementation requirements that would be required to get you going.

"Display Advertising Online - Ability to provide display advertising e.g. on web sites, portals to provide adverts for other Third Party portals. Sometimes referred to as AdServing;"

- We can do this through AMO Display, we have capability to run the campaigns on the exchanges (like AdX, AppNexus, Microsoft Ad Exchange, Rubicon, OpenX, Pubmatic, Casale) and for now, we have only access to run the campaigns on blue kai third party properties.

- yes this is one of the adobe Marketing cloud product out of eight and has capability for running search, Display and social thru same portal.

As an architect, I need to estimate effort for this requirement.

- if you want a provision for this tool, there are form filling which any one from the sales or provision team can provide and if you are looking for running a display campaign, there is lot of things we need to consider, like, business use cases, RFPs (request for proposal), IOs etc. Our sales, engagement manager, AEs, CSM team can reach out to you for these things to cover.

I am aware that this requirement is at 1000 feet high, but I need to at least explain what is involved and effort with some assumptions.

- Quick steps would be following:

Sales meetingprovisioning Form filling (sales, CSM or Engagement manager can help you here)Enablement will be the next steps, once the above is completed.